May 22, 2014

How to Use Existing Online Content to Create an Editorial Calendar

4 min read

Written by: Sierra Calabresi  |  Share:

Are you actively involved in keeping your business blog fresh and vibrant? Whether you're a part-time blog contributor or you're involved in every aspect of your content strategy from start to finish; this post is tailor-made to simplify your role in sustaining your business blog.


If you blog, even just a little bit, then you know how frustrating it can be coming up with creative topics, titles, keywords and of course putting it all together to truly WOW your personas.

Not to worry, you're not alone. We all know blogging isn't exactly a walk in the park. But what we do know is that it is one of the best and most proven ways to drive traffic to your site. So if you want to succeed in the world of inbound marketing, guess what? An effective blogging strategy should be at the top of your list.

Not only does your blog need to stay updated (we are talking 3-5 times a week) but it needs to be valuable, educational and appealing to your personas.

If you're failing to attract visitors to your site through blogging, then we can assume you may be struggling to increase the number of quality leads and of course, customers.

No pressure right? I'm sure most of us avid bloggers know that it's not always tricky developing content, but it's finding the right topic or keyword to give us that initial jump start. But once we have it, we're unstoppable. So how do we get there in the first place?....It all starts with a well-crafted editorial calendar.

Dedicating your time and putting your creativity towards developing an editorial calendar is going to be your best asset for creating remarkable content and attracting quality prospects to your website. 

Review Your Analytics

Remember that old saying "numbers don't lie?" Well, the same rings true for your business blog! Why? Simply because numbers can show you what posts are being well received by your audience. One of the best ways to determine what posts your audience is responding to is having access to your metrics: traffic, comments and social shares will all provide insight into the topics that elicit an interest with your readers.

If you have an existing online blog presence, chances are you have a variety of different blog topics posted to your website. While you spent time developing content for each topic, not all will be well-received by your audience. Maybe your audience is more interested in SEO and website redesign than social media, this is a good indication for what topics you should be covering and will give you the opportunity to design your editorial calendar around those well-received blog topics.

Leverage Social Media

I am a huge proponent of leveraging social media to share and find new articles that pertain to my profession and the company that I work for. Not only is it a great opportunity for increasing blog visibility, but it's a great way to engage with other businesses. If you opt for sharing content from credible sources (in our case we like to share articles from HubSpot, Salesforce, etc.), use this as a reference for developing your editorial calendar.

If your audience is engaging with articles that you have shared from other sources, use that as a resource for developing topics for your editorial calendar. For example, if your followers responded well to The 10 Habits of Highly Effective Inbound Marketers post you recently shared on your Twitter profile, consider incorporating topics on inbound marketing, goal setting and improving work performance into your editorial calendar. 

Address Customer Concerns and Feedback

Whether you're widely successful or just starting out, customers will always (and I mean always) have questions, concerns or feedback regarding your product, service or business as a whole. While it can range from positive to negative, use your customers' voice to your advantage; ultimately, it's one of the best ways to improve your business. Customer concerns and feedback will often come in the form of an e-mail, testimonial, etc. making it a valuable piece of online content.

So how does this tie into blogging and developing an editorial calendar? Well, it's actually really simple.

Say your customer has a question or concern about incorporating SEO copywriting into their blogging process. This is a perfect opportunity to develop world-class service to your customers and deliver them guidance. Chances are this question isn't going to just surface with your customers; your potential prospects are going to have these questions as well. Voila, now you have a new topic to add to your editorial calendar.

Use this strategy to think back to previous interactions you have had with your customers and develop topics that address these concerns. Chances are your personas love educational, useful content and you're just the person / business to deliver that information.

Use Existing Resources and Company Activity

Browse existing blog posts and online content for new ideas: Have you previously featured a post highlighting an event your company hosted? What about the launch of a new product or service? These are great ideas for topics for your upcoming editorial calendar. While you should be focusing on the best ways to educate your personas, it never hurts to feature your own business every now and again. This will give your potential prospects an opportunity to get to know you before they commit to "getting to know you;" all while humanizing your brand. 

Reduce, Reuse Recycle Existing Online Content

Creating an editorial calendar doesn't have to be as hard of a task or challenge as it may seem. By leveraging your current online content, blog analytics, social media and analyzing what is around you (events, customer concerns, etc.) you can easily master the art of developing an editorial calendar and stay consistent with your business blog.

Need help getting started with an editorial calendar template for your business blog? Download our free template:

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Topics: Demand Generation

About The Author

Sierra Calabresi is a former New Breeder.

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